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How to Measure Your Social Media Effectiveness Using Free and Inexpensive Tools

How to Measure Your Social Media Effectiveness Using Free and Inexpensive Tools. NCDC Conference 2013 by Jim Stipe Digital and Visual Media Catholic Relief Services. We’re here to answer two questions today…. Is your social media effective? How do you know?. But first… a QUIZ . Do you know….

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How to Measure Your Social Media Effectiveness Using Free and Inexpensive Tools

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  1. How to Measure Your Social Media Effectiveness Using Free and Inexpensive Tools

  2. NCDC Conference 2013by Jim StipeDigital and Visual MediaCatholic Relief Services

  3. We’re here to answer two questions today… • Is your social media effective? • How do you know?

  4. But first…a QUIZ

  5. Do you know… • The best times to send tweets for your particular followers? • What your re-tweet rate is? (How often your tweets get re-tweeted) • Which links in your tweets/posts got the most clicks (“click-throughs”) in the past month? • What percentage of people come to your website through social media?

  6. Do you know… • Who your top 10 Twitter followers are? • What your 5 most effective tweets and Facebook posts were in the past month? • What the 5 most effective types of post content are for your audience?

  7. If you don’t know the answers to those questions, you’re in the right workshop.

  8. What’s the whole point of measuring effectiveness?Two simple reasons.

  9. #1 To have some objective measure of how your social media efforts are doing.

  10. #2 But more importantly, to figure out what works well, what doesn’t, and change your strategy based on concrete information.

  11. To measure effectiveness, you need to do 3 things: • Decide what you’re trying to get people to do • Establish goals for each of those • Use tools to measure how close you are to your goals

  12. What are you trying to get people to do?

  13. What are you trying to get people to do? • follow or friend you • “like” posts • repost or retweet • click on links in your posts/tweets • engage in a conversation by commenting or replying

  14. What are you trying to get people to do? • Promote you • Defend you if needed • Go to your website • Read your web posts • Donate • Volunteer

  15. Here is what we want to measure: • follow or friend you • “like” posts • repost or retweet • click on links in your posts/tweets • engage in a conversation by commenting or replying

  16. Now that we know what we want people to do, here is what we can measure each month:

  17. Twitter Monthly Stats • How many followers did you gain? • How many tweets did you send? • How many retweets did you get? • What was your retweet rate? (Divide your number of retweets by your number of tweets)

  18. Twitter Monthly Stats • How many click-throughsdid you get for your top 10 click-throughs? • How many potential impressions did you get? • What were your top 5 most re-tweeted tweets? • What were your top 5 tweets that reached the highest number of impressions?

  19. Facebook Monthly Stats • Which day had the highest number of likes? What did you post that day? • Did your likes, comments and shares go up? • What were the top 5 posts for reach, and also for engagement? • What were your best post types (photos vs. links)?

  20. How do you decide on your goals for each? • Measure your own activity for 3 months to get a baseline and determine what’s realistic. • Get statistics on organizations similar to yours for comparison.

  21. Choose 3 organizations like yours and get the following stats for each:

  22. Competitors’ Twitter stats • How many followers they have • How many tweets they send on average per day • Calculate their retweet rate is

  23. Competitors’ Facebook stats • How many friends they have • How many posts per day • How many likes per post • How many comments they’re getting

  24. Competitors’ Scores • What is their Klout score? • What is their Kred score?

  25. Once you have your own 3-month baseline and competitors’ stats for comparison, you can decide on your goals.

  26. So far we’ve talked about: • What you want people to do (that is, what you want to measure) • How to decide on goals to measure success

  27. Now it’s time to learn the tools you can use to measure your social media activity

  28. FacebookUsing Facebook Insights

  29. Twitter ToolsSee handout for information on: • Twitonomy • Crowdbooster • Social Bro • Tweetreach • Social Mention • Simply Measured • Hootsuite • Bit.ly • Sprout Social • Klout • Kred

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